SEO for hotels, B&Bs and holiday lets

Last updated 12 October 2026 · By the XKey team

How do guests search for somewhere to stay?

Usually by place and occasion: "B&B near Blackpool Tower", "dog-friendly cottage Lake District", "hotel with parking Lytham", "family room Blackpool Illuminations". Google shows a map of places with prices from booking sites and your own website, then ordinary results – often dominated by the big booking sites and review sites.

How do I appear in Google's hotel results?

• Claim your Google Business Profile with the right category (hotel, bed & breakfast, guest house, holiday apartment), amenities, check-in times and plenty of real photos of rooms, breakfast and views.
• Get your own website's price shown. Google's free booking links can show your direct rate alongside the booking sites. Most booking engines and channel managers can connect this for you – ask yours.
• Collect reviews on Google as well as on booking sites; ask at checkout. See how to get more Google reviews.

What pages should my website have?

• A page for each room type, with photos, size, beds, prices or "from" prices and what's included.
• Pages for what makes you right for a particular guest: dog-friendly stays, accessible rooms, parking, family rooms, breakfast, group bookings.
• A local guide page – things to do, how to get here, where to eat – written from your own knowledge. These pages attract searches that booking sites can't answer as well.
• A clear "Book direct" button on every page, with the reason to book direct: best price, free cancellation, a welcome extra.

How can a small place compete with booking sites in search?

Not on broad searches like "hotels in Blackpool" – those are crowded. Win the specific ones: your name (make sure your own site ranks first), your street or landmark, your niche (adults only, dog-friendly, sea view), and seasonal events. Each specific search has fewer competitors and guests who already know what they want.

Which links help accommodation businesses?

Local tourism and visitor sites, event organisers, wedding venues and attractions nearby, walking and cycling route sites, and local press. Offer something useful to each – a discount code for event goers, a page about the venue's nearest accommodation – rather than asking for a link outright.

What structured data should I add?

LodgingBusiness markup (or Hotel, BedAndBreakfast) with your address, phone, check-in times and amenities helps Google and AI assistants understand exactly what you offer. The schema generator makes local business code you can adapt, and the free SEO check confirms it's valid.

Frequently asked questions

Should I stop using Booking.com and Airbnb?

Not usually. They bring guests who'd never find you otherwise. The aim is to win more direct bookings alongside them, especially from repeat guests and people who search your name.

Why do booking sites rank above my own website for my name?

Often because your own site is slow, thin or not linked from your Google profile. Make sure your profile links to your site, your home page uses your business name in the title, and your site is fast on phones.

Is it worth writing a local guide?

Yes. Guests research the area before booking, and a genuinely useful guide from someone who lives there ranks for searches booking sites don't target.